VfB Stuttgart and SunExpress Launch Fan Voting for Custom “VfBExpress” Aircraft.

Roger Hampel

Image: VfB Stuttgart

VfB Stuttgart and airline partner SunExpress have launched a joint fan campaign to design a specially branded aircraft known as the “VfBExpress.” The initiative invites supporters of the Bundesliga club to vote for their preferred design, with the winning concept set to appear on a SunExpress aircraft operating international routes.

Fan-Driven Brand Activation VfB Stuttgart SunExpress

The campaign, which runs until October 20, reflects the growing trend of fan-led activations in sports partnerships. By allowing fans to influence the aircraft’s final look, VfB Stuttgart and SunExpress aim to strengthen community engagement while showcasing the collaboration on a global scale.

According to Rouven Kasper, VfB Stuttgart’s Board Member for Marketing and Sales:

“We are very pleased to bring a uniquely designed aircraft for VfB Stuttgart to the runway with SunExpress and our fans. This campaign will cause a great stir internationally and once again underlines the potential of our partnership.”

A Strategic Partnership with Global Visibility

SunExpress, a joint venture between Lufthansa and Turkish Airlines, connects more than 175 destinations and plays a key role in linking Germany with Turkey and southern Europe. The co-branded aircraft will feature VfB Stuttgart’s club identity and crest, reinforcing the team’s visibility among international travelers.

Helmut Woelfel, Chief Commercial Officer at SunExpress, highlighted the partnership’s focus on connection and fan inclusion:

“The fans are the heart of every football club. That’s why I’m particularly pleased that we’re directly involving VfB fans with the vote on the new special wrap and making them an active part of our new partnership. Just as SunExpress connects people and places, this aircraft will carry our shared connection with VfB Stuttgart around the world.”

Marketing Significance

The “VfBExpress” project exemplifies how football clubs are increasingly leveraging travel partnerships for creative storytelling and global reach. The activation not only serves as a branding vehicle but also connects emotional engagement with real-world mobility — an emerging trend in modern sponsorship strategy.